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Amazon has started using hard-won .amazon
Kevin Murphy,
July 9, 2021, 12:10:30 (UTC),
Domain Registries
Amazon has started using its controversial dot-brand gTLD, .amazon.
Six domains — ads.amazon, alexa.amazon, echo.amazon, kindle.amazon, prime.amazon and primevideo.amazon — appear to have come online in the last month or so and all resolve.
Proponents of the dot-brand concept may be mildly disappointed to note that they’re all currently just redirects to the regular amazon.com site. There’s no .amazon branding in the URL bar.
The redirects do not appear to be geo-targeted. Even in the UK, I get punted to the US site.
Still, it’s a rare example of a gTLD in Amazon’s portfolio that’s actually being used. Others, such as .book, have been in the root for many years but have yet to launch.
You’ll recall that Amazon applied for .amazon in 2012 but it was not until last year that it was finally delegated.
The company encountered serious push-back from the Amazon Cooperation Treaty Organization, representing the South American nations in the Amazonia region.
Amazon has offered each nation and ACTO itself the opportunity to register names for their own use in .amazon, but none have yet taken up the offer.
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